Steve Gregory
Advertising Manager at BEL Group
Boulogne-Billancourt, France
TitleTiny Factory
Agency
Campaign Tiny Factory
Advertiser BEL Group
Brand Mini Babybel
Date of First Broadcast/Publication 2008 / 3
Business Sector Cheese
Tagline Real cheese. Only smaller
Philosophy The brief was to communicate the fact that Mini Babybel is real cheese and a healthy snacking option for both children and adults, while retaining the brand’s playful character.
Problem Cheese sales are starting to suffer from the move to healthier living. For ‘proper cheese’ the problem is fat content. For ‘snackable cheese’ the fat problem is compounded by their artificiality which makes them seem even more unhealthy. Consumers currently think that Mini Babybel is ‘plasticy’ however it is made in exactly the same way as ‘real’ cheese and can substantiate itself as a ‘real’ cheese according to FSA guidelines.
Media Type Television
Length
Market United Kingdom
Music Arranger
Advertising Manager
Creative Director
Copywriter
Art Director
Account Planner
Account Director
Account Manager
Production Company
Director
Editor
Producer
Editing Company

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